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Introducing a culture of testing & optimisation
1. Introducing a culture of testing & optimisation
Doing more than just getting the shoes on the shelf.
Stuart McMillian
Schuh LTD.
Deputy Head of Ecommerce
@mcmillan
stu
2. Who is this guy?!
• Scottish
• Geek
• Favourite board
game: Monopoly
@mcmillan
stu
3. What we’ll cover
• The schuh context
• Building a testing culture
• The new normal
• Tomorrow’s world
@mcmillan
stu
19. Growing the team, widening the effort
• Identify bottlenecks,
resource appropriately
• Democratisation of
effort to entire
department & beyond
@mcmillan
stu
21. Training, Development & Support
Broaden Horizons
• GA
• PRWD
• Optimizely
• Conferences
• The Internet!
Set New Standards
1. Mobile first
2. User-centric design
3. Standards compliant
4. Analytics ready
5. SEO as standard
@mcmillan
stu
28. Mobile First
@mcmillan
stu
What does that even mean?!
“It’s not a device, it’s a context!”
Another guru
“It’s a paradigm shift”
Some guru
“It’s just a smaller screen”
Yet another guru
29. Mobile First – A practical approach
@mcmillan
stu
Smartphone represents our largest audience segment
They have the biggest hardware challenges
Slow connection
Small screen
Technically challenging to down-scale an experience to mobile
Other devices can “afford” to pick up the overhead of up-
scaling from mobile
We treat mobile as our baseline, if something is important to
how we do e-business it starts on mobile (SEO, for example)
Mobile design is bleeding in to
desktop design (thankfully).
30. Mobile First – Challenges
@mcmillan
stu
2013 Eptica Mobile CX study lists the top 3 consumer pet-hates:
Sites that lack functionality compared to desktop sites
Sites that were slow to load
Sites that were difficult to navigate on a small screen
Usability best practice for 2014/2015 must address these!
bare minimum
31. Mobile First – Best Practice
@mcmillan
stu
Where I think we should be aiming:
Search-ready. Turn off styles, how does it look?
Sites that load in 1-2 seconds via 3G
App-like Interaction Design, fully realising touch
Seamless user journeys between screens
Integrated fully with physical retail
Retail infrastructure needs to adapt to mobilised consumer
(e.g. fulfilment options)
32. Mobile First – Speed Tips
@mcmillan
stu
A few things to think about:
Perception is everything. It’s not about the numbers, it’s
about how the user perceives the speed of your site.
For mobile, the network layer is still very much the major
bottleneck. Optimising for available bandwidth is key. 4G
won’t fix this!
34. @mcmillan
stu
High street innovation
Innovation of the mundane:
Many retailers still working towards a single view of stock
Fulfilment options not yet meeting customer expectations
Integration of offline and online still very basic
Payment technologies could be improved